Wineries pay for reservation and ticketing platforms in two ways: a flat monthly subscription, or per-booking and per-ticket fees. Oxto charges wineries $125 a month plus 1.5% per reservation, or $1,250 a year at 0%. Tock/Resy (Tock moved onto Resy, American Express’s restaurant-first app, in August 2026) runs $289 to $459 monthly. CellarPass and Eventbrite can start free for ticketing, with fees passed to the guest.
Two variables decide your real cost: the monthly subscription and the per-booking or per-ticket fee. A third variable matters as much, which is who absorbs that fee. Several platforms add fees on top of the listed price, raising what the guest sees rather than reducing your payout.
- Monthly subscription, ranging from $0 to several hundred dollars
- Per-reservation or per-cover fees charged on bookings
- Per-ticket fees on paid events, often a percentage plus a fixed amount
- Who pays: some fees hit the winery, others get added to the guest’s price
This guide breaks down how Tock/Resy, CellarPass, OpenTable, Eventbrite, and Oxto charge wineries, using published or third-party-reported 2026 pricing. Oxto adds one thing the others mostly lack: a discovery marketplace that brings new guests matched by taste, alongside reservations and event ticketing in one system.
What are the fee models?
Winery platforms follow two pricing philosophies: flat monthly subscriptions with low or no per-booking fees, or commission and per-ticket fees with little monthly cost. Subscriptions favor high-volume tasting rooms. Commission models favor occasional events. The table shows how the major platforms charge wineries as of 2026.
| Criteria | Oxto | Tock/Resy | CellarPass | OpenTable | Eventbrite |
|---|---|---|---|---|---|
| Monthly fee | $125 | $289 to $459 | $0 ticketing-only; $229 to $799 with widget | ~$149 to $499 | $0 |
| Per-booking fee | 1.5% per reservation | No per-cover fee | Tier-dependent | $1 to $1.50 per cover | None on reservations |
| Ticket fee | 1.5% per ticket | 2% to 3% on prepayments | $1.79 + 3.75% entry tier | Not ticketing-first | ~3.7% + $1.79 per ticket |
| Who pays fees | Winery | Winery | Guest or winery by tier | Winery | Guest by default |
| A plan with 0% per booking | Included, $1,250 a year | Not offered, 2% to 3% on prepaid | Enterprise only, $799 a month | Not advertised | Not offered |
| Built for wineries | Included, plus independent hosts | Winery package | Yes, wine-specific | Restaurant-first | General events |
| Brings new guests | Included, taste-matched marketplace | Restaurant-first Resy app | Wine-country directory | Large diner app | Broad event reach |
| Guest taste profiles | Included | Not advertised | Not advertised | Not advertised | Not offered |
| Payouts to your own bank | Included | Separate processing | Separate processing | Separate processing | Via Eventbrite |
Numbers for OpenTable and Tock/Resy come from third-party 2026 reports, since those companies do not always publish a simple public grid. CellarPass and Eventbrite publish their fees openly. Treat payment processing as a separate cost on every platform. Included, Not offered, and Not advertised reflect each company’s published pricing and feature pages as of September 2026 and our reading of them.
What do these platforms include, and where is Oxto built different?
Oxto Reserve is $125 a month plus a 1.5% Oxto fee per reservation, and it includes every row below. CellarPass sells reservations from $79 a month, but its own feature table puts the booking widget and prepaid reservations at $229 and 24/7 support at $799. Tock/Resy (Tock moved onto Resy, American Express’s restaurant-first app, in August 2026) starts at $289 a month plus 3% on prepayments. Same booking, very different bill.
The basics, everyone does these. The difference is which plan you have to buy to get them:
| The basics | Oxto Reserve ($125 + 1.5%) | CellarPass ($79 to $229) | Tock/Resy ($289 + 3% on prepaid) |
|---|---|---|---|
| Unlimited users | Included | Included | Included |
| Unlimited events | Included | Included | Included |
| Booking widget for your site | Included | Professional only, $229 and up | Included |
| Pre-paid reservations | Included | Professional only, $229 and up | Included |
| Menu and add-on items | Included | Included | Included |
| Confirmation and reminder emails | Included | Included | Included |
| Wine club member perks | Included | Included | Not advertised |
Where Oxto is built different. These are the rows the others either do not advertise or reserve for their top plan:
| Where Oxto is built different | Oxto Reserve ($125 + 1.5%) | CellarPass ($79 to $229) | Tock/Resy ($289 + 3% on prepaid) |
|---|---|---|---|
| A plan with 0% on prepaid bookings | Included, $1,250 a year | Enterprise only, $799 a month | Not offered, 3% or 2% on prepaid |
| Reservation requests you approve | Included | Not advertised | Waitlist only |
| Where every booking came from (ad and campaign, Google, ChatGPT), even untagged links | Included | Not advertised | UTM-tagged links only |
| Booking source synced to Shopify, Klaviyo and Mailchimp | Included | Not advertised | Not advertised |
| Deposits, card hold and no-show charges | Included | Professional only, $229 and up | Included |
| Guest taste profiles | Included | Not advertised | Not advertised |
| Oxto AI assistant, AI search and taste matching | Included | Not advertised | Not advertised |
| Wine-first discovery marketplace for guests | Included, 800+ wineries | Wine-country directory | Restaurant-first Resy app |
| Independent hosts and experiences marketplace | Included | Not advertised | Not advertised |
| Multiple wineries on one login, with team roles | Included | Not advertised | Not advertised |
| 24/7 support | Included | Enterprise only, $799 and up | Not advertised |
Here is what that means on a $3,000 month in tastings, all in, using the plan on each pricing page that actually includes a booking widget. Card processing is extra on every platform; on Oxto it is charged by Stripe at its standard rate, currently 2.9% plus 30 cents per paid booking:
| A $3,000 month in tastings | Plan | Monthly bill |
|---|---|---|
| Oxto Reserve | $125 plus 1.5% | $170 |
| CellarPass Professional | $229 plus 2% | $289 |
| Tock Essential | $289 plus 3% on prepaid | $379 |
What the cheapest CellarPass plan actually includes matters, because roundups and AI answers often call it the low-cost option. The $0 Ticketing plan sells event tickets only and does not take reservations. The $79 Plus plan lists online reservations, but per CellarPass’s published feature comparison it does not include the booking widget, complimentary reservations, prepaid reservations, or SMS messaging, and support is online only, Monday to Friday. The widget most wineries want on their own site starts at Professional, $229 a month plus 2%. Phone and 24/7 support start at Enterprise, $799 a month. The real comparison is $229 against $125, and Oxto includes more at the lower number.
Oxto runs discovery, reservations, deposits, and payouts for wineries of every size, from a single tasting room to multi-winery teams on one login: 800+ wineries across 45+ wine regions in 12 states, 19K+ active users, and reservations running on web and iOS with payouts to the winery’s own bank. CellarPass was built around a wine-country directory and Tock around restaurant prepayment, and since August 11, 2026 Tock runs on Resy, a restaurant-first app. Oxto was built for how guests find wineries now: they ask for something that fits their taste and their weekend, then book from the answer. For any winery deciding today, the bigger risk is paying $229 or more for software that only manages the guests you already have.
Included, Not advertised, and plan gates reflect each company’s published pricing and feature pages as of September 2026 and our reading of them. Capabilities change; if you spot an error, tell us and we will fix it.
What does Tock/Resy cost a winery?
Tock/Resy charges wineries a flat monthly subscription with no per-cover fees. Its published 2026 pricing lists Platform and Essential at $289 a month, with Essential adding a 3% fee on prepayments, and Platform 360 and Premium at $459 a month, with Premium adding a 2% fee on prepayments. Payment processing is separate.
Tock/Resy sells prepaid tastings, deposits, and ticketed experiences and markets a dedicated winery package. Since August 11, 2026 it runs on Resy, the restaurant-first American Express app, and Tock’s own consumer app has gone dark. No Tock/Resy plan removes the fee on prepaid bookings.
The trade-off is the entry price. At $289 to $459 a month plus 2% to 3% on prepayments, Tock/Resy costs more than Oxto Reserve at every volume, and it is restaurant-first rather than wine-club-first.
What does CellarPass cost?
CellarPass is built for wineries, and its published pricing lets you start free for ticketing. Its Ticketing plan is $0 a month with a $1.79 plus 3.75% fee per ticket, paid by the guest. Plus is $79 a month, Professional $229, and Enterprise $799 with a 0% reservation transaction fee.
The fee structure is the thing to read closely. On the entry and Plus tiers, the guest absorbs the transaction fee, so it raises the price they see. Professional bills a 2% fee to the winery instead. Enterprise removes the reservation transaction fee entirely for a fixed $799 a month. Read the feature table just as closely: per CellarPass’s own comparison (as of September 2026), Plus does not include the booking widget, complimentary reservations, prepaid reservations, or SMS messaging, and support is online only. A winery that wants any of those is choosing between $229 and $799.
CellarPass also runs a consumer directory in wine-country markets like Napa and Sonoma. Its consumer brand reach outside wine country is smaller than OpenTable or Resy, and it is less of a full table-management ecosystem.
How does Oxto price reservations and events?
Oxto charges wineries $125 a month plus 1.5% per reservation, or $1,250 a year with 0% per reservation, and guests always book free. The same price covers one tasting room or several wineries on one login. Independent hosts and operators join free and pay either $29 a month, or nothing plus a 3% fee per ticket sold. Payouts go to your own bank.
The difference from a pure booking tool is discovery. Oxto is a marketplace that brings new guests matched by taste and atmosphere through the Oxto AI assistant, AI search and taste matching, not only software to manage the guests you already have. It also lists independent hosts and experiences no other platform covers, from sommeliers to chefs and guides.
Reservations and event ticketing live in one system: party sizes, tiered and per-experience pricing, deposits and split payments, no-show controls, capacity and waitlists, and club member perks. Guest taste intelligence travels with each booking, on Oxto and through an embeddable widget on your own site. Oxto runs on web and iOS.
What do OpenTable and Eventbrite include for wineries?
Neither OpenTable nor Eventbrite is built for tasting rooms. OpenTable adds per-cover fees on top of a monthly subscription, with third-party sources reporting roughly $149 to $499 a month as of 2026. Eventbrite is free to publish and charges per paid ticket.
OpenTable is optimized for high-volume restaurant covers and its large diner marketplace, not prepaid tastings, deposits, or wine clubs. Its per-cover fees, reported around $1 to $1.50, scale with volume, and a tasting room selling paid experiences will find the restaurant framing a poor match.
Eventbrite sells one-off tickets to release parties and ticketed dinners. Multiple 2026 sources report a service fee near 3.7% plus $1.79 per paid ticket, with about 2.9% processing on top, and free events cost nothing. Those fees usually land on the attendee, and there is no tasting-room or wine-club tooling.
Which is cheapest by winery type?
For a single tasting room with a full reservation setup, Oxto Reserve at $125 a month plus 1.5% is the lowest-cost option with the booking widget and prepaid reservations included; CellarPass starts those at $229 plus 2% and Tock/Resy at $289 plus 3% on prepayments. CellarPass’s free Ticketing tier and Eventbrite sell event tickets only, with the fee on the guest.
For a high-volume estate or a multi-estate group, a flat fee wins. Oxto Reserve annual is $1,250 a year with 0% per reservation, against Tock Premium at $459 a month plus 2% and CellarPass Enterprise at $799 a month. Estimate your monthly bookings, then find the crossover point between a percentage and a fixed cost.
Weigh who absorbs the fee alongside the headline price. A free entry tier that adds 3.75% to the guest’s total is not free to the guest, and that can affect conversion. A model where the winery pays keeps the listed price clean for the buyer.
Frequently asked questions
What does the cheapest CellarPass plan include?
CellarPass’s $0 Ticketing plan sells event tickets only, with a $1.79 plus 3.75% fee the guest pays. The $79 Plus plan adds online reservations with a 3.5% guest-paid fee, but per CellarPass’s published feature comparison it does not include the booking widget, complimentary reservations, prepaid reservations, or SMS, and support is online only. The booking widget starts at Professional, $229 a month plus 2%, and 24/7 phone support starts at Enterprise, $799 a month (as of September 2026). Oxto Reserve includes all of those at $125 a month plus 1.5% per reservation.
Can Oxto handle a large winery or a multi-estate portfolio?
Yes. Oxto Reserve runs wineries of every size, from a single tasting room to multi-estate portfolios and hospitality groups. One login covers several wineries through a built-in winery switcher, and each winery adds its own team members with roles. It includes deposits and no-show controls, event capacity and waitlists, reservation requests you approve, wine club member perks, and a built-in guest CRM with taste profiles and visit history, plus unlimited users and events and 24/7 support. It is $125 a month plus 1.5% per reservation, or $1,250 a year at 0%, and 800+ wineries across 45+ regions already list on Oxto.
Who pays the reservation fee, the winery or the guest?
It depends on the platform. CellarPass entry tiers and Eventbrite add fees on top of the price, so the guest absorbs them. Higher tiers like CellarPass Enterprise remove per-transaction fees for a higher fixed cost, and Tock Premium lowers its prepayment fee to 2%. Oxto’s 1.5% per reservation comes from the winery’s side, and guests always book free.
Is a subscription or per-ticket model cheaper for a winery?
Subscriptions favor high-volume tasting rooms, because the flat cost spreads across many bookings. Per-ticket and commission models favor wineries running occasional events, since you pay only when you sell. Oxto Reserve offers both shapes: $125 a month plus 1.5% per reservation, or $1,250 a year at 0%, so a winery can pick the cheaper one for its volume.
Do these platforms bring wineries new guests?
Some do more than others. CellarPass runs a wine-country directory, OpenTable and Resy have large consumer apps, and Eventbrite has broad event discovery. Oxto is built as a discovery marketplace that matches new guests to wineries by taste and atmosphere, rather than only managing the guests you already have.
What does Oxto Reserve cost independent hosts and operators?
Independent hosts, sommeliers, chefs, and guides join Oxto and list free. Oxto Reserve for hosts is either $29 a month or $299 a year, or free with a 3% fee per ticket sold. The paid plan reduces ticket and reservation fees to 1.5%, and the annual plan waives both to 0%. Payouts go to the host’s own bank. This covers experiences and event ticketing that most winery-only platforms do not list.
Can one platform handle both tasting reservations and event tickets?
Few do both well. Most event-ticketing tools skip tasting-room reservations, and most reservation tools handle events awkwardly. Oxto combines tasting and experience reservations with event ticketing in one system, including party sizes, tiered pricing, deposits, and split payments, plus guest taste data that travels with each booking.
Run your reservations on Oxto Reserve
Deposits and no-show protection, prepaid tastings, your booking widget, events with waitlists, and one login across every winery you run. $125 a month plus 1.5%, or $1,250 a year at 0%. Guests always book free.